Let's Stick Together!

Hotel & Travel
The relatively low relationship score of hotels and travel companies is probably explained by the polarity that exists between attitudes in business and short-break travel and general consumer travel. Business travel is a crucial market for hotels and travel companies since satisfied business customers usually represent substantial repeat business. The business traveller needs to know that the experience will be pleasant and trouble-free. They need to know they can count on the travel company/hotel to be reliable and once their confidence has been gained tend to be more open to relationship building approaches.

The consumer short-break market has similar requirements - people simply do not have the time to risk anything going wrong! For convenience sake, many people going on short breaks (especially within the UK) patronise the same hotels, and book through the same operators. As the public's travel habits have altered, with several short-breaks replacing the annual fortnight's holiday, this represents an increasingly lucrative market for companies that are shrewd enough to realise the value of building customer relationships.

Methodoloy

Research Period:- March 2005
Research Base:- UK top 1000 companies
Fieldwork:- MarketingUK
Method:- Email and telephone surveys
Source: Office of Gas and Electricity Markets, Domestic Competitive Market Review 2004

Page 1 | Page 2 | Page 3